Does the Use of Facebook Lead to Purchases?
David S. Waller*, University of Technology Sydney, [email protected]
Valeria Noguti, University of Technology Sydney, [email protected]
Sonika Singh, University of Technology Sydney, [email protected]
Abstract
The ability of social media to attract large numbers of people around the world also
makes these websites a platform of interest for advertisers. While these sites were
hesitant at first to ‘sell out’ to massive amounts of advertising, advertising has produced
for them a major revenue stream. However, an issue is whether the use of social media
leads people to purchase. This paper will analyse the results of a survey of 169 Facebook
users to determine the predictors for a purchase based on information from Facebook.
The findings indicate that Facebook engagement, seeking friends, seeking information
and gender are the main predictors of purchase.
Keywords: Facebook, Advertising, Purchase Predictors
Track: Digital Marketing and Social Media
1.0 Introduction
Social media has had a significant influence on communication, information gathering
and purchase behaviour. Importantly, these websites do not just allow users to retrieve
information but encourage interactive information sharing and user-generated content
(Mangold & Faulds 2009; Kaplan & Haenlein 2010). These include networking sites such as
Facebook, Twitter, Reddit, and LinkedIn, plus photo and video sharing sites including
YouTube, Tumblr, Instagram, Flickr and Pinterest. They have been gaining extraordinary
popularity around the world, and, based on over 400 million active users, if Facebook was a
country it would be ranked 3rd in the world, behind China and India (Facebook 2013).
Many companies have capitalised on social media to build communities based around
their products and to generate positive associations with their brand (Culnan, McHugh &
Zubillaga 2010). For example, Laroche, Habibi & Richard (2013) found that building “brand
communities” on social media has positive effects on a number of relationships including
customer/product, customer/brand, and customer/company, which has positive effects on
brand trust. However, despite the large audience and its positive effects, social media sites
have been cautious to host advertising spots (Urstadt 2008). A concern of the social
networking sites is that advertising will overly commercialise their site which will ‘turn off’
their members (Bagwell 2007). Many people are irritated by advertising and have developed a
dislike so that they will actively avoid advertising (Baek & Morimoto 2012; Kelly, Kerr, &
Drennan 2010; Lukka & James 2014). Also while social media sites allow advertising
messages, they have little control over the content of links to which their members are being
sent. In the past not all people have had positive experiences with online links and the internet
in general, with many cases of deception, invasion of privacy, and fraud (Roberts 2010).
Online security is an important issue that is a constant concern for internet users, which can
affect people’s trust in websites and their sponsored links by advertisers (Miyazaki &
Fernandez 2001; Yaakop, Anuar & Omar 2013). Yet despite concerns about e-purchasing,
online commerce is a multi-billion dollar business, and advertising is growing online
(McGowan 2013; Edwards 2014).
1169 | ANZMAC 2014 Proceedings
With the increasing amount of advertising expenditure in social media sites, the
research objective of this paper will be to determine what are the potential factors, including
advertising, that lead social media users to make purchases. To answer this, the paper will
report the results of a survey of 169 Facebook users. This paper will contribute to the
literature by identifying various factors that characterise those users who are most likely to
make purchases based on information from Facebook. Furthermore, as there is growing
interest in Facebook advertising internationally, we expand the research to Australia and
present the results from a business perspective.
2.0 Background
2.1
Facebook Advertising
While Facebook is a social networking site, advertising has become an increasing part
of the Facebook experience (Chi 2011; Curran, Graham & Temple 2011; Lukka & James
2014). Facebook advertising can come in the form of Facebook offers, promoted posts,
sponsored stories, page post ads, Facebook object (Like) ads, and external website (standard)
ads (Goyal 2013, 222). The cost for a Facebook advertisement varies depending on your
budget and whether you would like to pay a cost per thousand impressions or cost per click.
As for who sees your advertisement, there is flexibility whereby you can choose “the location,
gender, age, likes and interests, relationship status, workplace and education of your target
audience” (www.facebook.com/advertising). The slogan is: Advertise on Facebook. Over 1
billion people. We’ll help you reach the right ones. In Australia many SMEs are using
Facebook for promotion due to its comparatively low advertising costs and worldwide reach
(Jones 2014). Globally Facebook earns approximately $7 billion in advertising revenue and
has over a million advertisers in total and growing (Edwards 2014; Luckerson 2014).
However, there is concern that some research has indicated that social media does not
influence people’s purchasing decisions (Luckerson 2014) and has low click-through rates
(Bannister, Kiefer & Nellums 2013; Carmichael & Cleave 2012). This study will focus on the
purchase of a good or service based on information from Facebook, and determines if the use
of Facebook, including Facebook advertising, influences purchase.
2.2 Theoretical Predictors of Purchases from Information Obtained on Facebook
This study draws on “general attitude theory” and the expanded version of the “theory
of reasoned action” (Ajzen and Fishbein 1973; Fishbein and Ajzen 1975, 1980). These
theories suggest that attitudes help people understand their social world, define their
perceptions about particular things, and how they behave towards them. This view of attitudes
emphasises the relationship between beliefs, attitudes, intention, and behavior, which also
form the basis of “persuasive hierarchy models” that is often used to study and understand
advertising effects in literature on attitudes to advertising (Vakratsas and Ambler, 1999;
Massey et al. 2013). Given that most advertising is geared towards generating purchases, the
theoretical link between attitudes and behaviour would lead to the prediction that attitudes
towards advertising on Facebook positively relate to purchases. As trust is a key determinant
of attitudes (Wrightsman 1991), we also predict that trust towards Facebook advertising
positively relate to purchases. The literature on motivations about Facebook use also provides
potential factors that may be predictive of Facebook purchases. This body of literature is
largely based on the uses and gratifications theory (Katz, Blumler & Gurevich 1974), which
proposes that people are goal-oriented in their selection of media in order to satisfy their
needs. That is, different uses or goals may address different needs. Within a social media
1170 | ANZMAC 2014 Proceedings
context, a number of factors have been identified as motives for using Facebook such as
seeking friends, seeking convenience, seeking social support, seeking information, and
seeking entertainment (Kim, Sohn & Choi 2011; Lampe, Ellison & Steinfield 2008). Given
that seeking information is a fundamental step in the consumer buying process (Howard &
Sheth 1969) and that both advertising and friend’s posts provide information about products
and services, we predict that this factor – seeking information – positively relates to
purchases. An additional factor that may predict purchase in our context is the degree to
which people engage with advertising, products or brands on Facebook. Media engagement
strong relates with purchase intent (Kilger & Romer 2007) so we expect Facebook users who
like/share ads, or information about products or brands to be more likely to make purchases
from Facebook information. Finally, as covariates we measure shopping enjoyment, tendency
to shop online, and demographics.
3.0 Methodology
The data was collected from a convenience sample of undergraduate business students
of a major metropolitan university in Australia. Students were briefed about the purposes of
the research and requested to complete a self- administered online questionnaire. An incentive
to complete the questionnaire was a chance to win $50 voucher for a department store. The
questionnaire consists of items relating to personal attitudes towards Facebook, Facebook
advertising, trust, shopping and demographic items. The scales were based on those from
previous studies, including Kim, Sohn & Choi (2011), Lampe, Ellison & Steinfield (2008),
Pollay & Mittal (1993), and Weiss (2012). A single item measure was used for the dependent
variable for whether they had ever purchased a product or service based on information
obtained from Facebook. A pre-test was undertaken after which some questions were revised
and then it was made available online. The qualifying question was whether they have a
Facebook profile. A total of 169 questionnaires were received, with 37% male respondents
and 63% females, and the average age being 19.97 years old. Females on average spent more
time on Facebook 2.22 hours per day compared to 2.01 hours for males. The number of
Facebook friends ranged from 15 to 1,273. According to the respondents, 41.9% indicated
that they had purchased a good or service based on information obtained from Facebook, with
males making more purchases (24.19%) than females (17.71%). The main purchases were for
services like travel and entertainment tickets.
3.1 Model
Dependent Variable: Facebook purchase was based on a single item “Have you ever
purchased a product (examples: shoes, drink) or a service (examples: visit to a restaurant,
tickets to concert) based on information obtained from Facebook?” This is coded as a dummy
variable that takes a value of 1 if consumer has made a purchase and 0 otherwise.
Explanatory Variables: Several scales were chosen as variables for this model. A
detailed list of the variables is available from the authors, but a summarised list reveals that
they were: Behaviour (Facebook engagement), Motivations for using Facebook (Seeking
friends; Convenience; Social support; Seeking information; Seeking entertainment;
Researching people - based on Kim, Sohn & Choi (2011), Lampe, Ellison & Steinfield
(2008)), Attitudes (Attitudes to Facebook Advertising – based on Pollay & Mittal (1993)),
and Trust in Facebook advertising – based on Weiss (2012)), Shopping (Shopping
Enjoyment; Tendency to shop Online), and Demographics (Gender, Age, and Household
Size).
1171 | ANZMAC 2014 Proceedings
4.0 Results
As shown in Table 1, the overall Multinomial logistic regression model found that
attitudes to Facebook advertising and trust in Facebook advertising did not have an impact
leading to purchase. The variables that did have an impact are Facebook engagement, seeking
friends, seeking information and gender as the main predictors of purchase. The odds ratio
estimates indicate that an increase in Facebook engagement increases the odds of purchase by
as much as 2.72 times than the odds of no purchase. Similarly, the odds of purchase based on
information obtained from Facebook increase by 1.1 times for consumers actively seeking
information on Facebook. In relation to gender, we find that for a male the odds of purchase
are 3 times higher than odds for a female purchasing based on information from Facebook.
However, the odds of purchase reduce for consumers that use Facebook to seek friends.
Basically, respondents who are engaged on Facebook, are interested in using Facebook for
seeking information, and males are more likely to make a purchase. Interestingly, attitudes to
Facebook advertising and shopping were not significant predictors leading to make purchases
based on information gathered from Facebook. The findings of this study highlight that
Facebook is not only a medium of social interaction; it can also be a useful medium of
information that has the potential to influence purchases. These results bear important
implications for managers to provide relevant content or useful information in Facebook
advertising and owned media vehicles (including website, Facebook page, twitter account,
etc). First, the study highlights that users that are highly engaged on Facebook are more likely
to be potential buyers and it is crucial for firms to understand the motivations that drive
consumers to use Facebook. Second, firms can target their products to these engaged users by
a deeper understanding of their usage habits and advertising products of their interest. Firms
can also increase their conversion rates by gender based targeting on Facebook since men are
more likely to make purchases based on information obtained from Facebook.
5.0 Conclusion
In this study we examine the determinants of purchase based on information obtained
from Facebook. We analysed the results of a survey of 169 Facebook users. According to our
theoretical predictions, Facebook engagement was a significant predictor of purchase, as was
seeking information. Contrary to our predictions, attitudes toward Facebook advertising and
trust on Facebook advertising did not relate to purchases. Although we did not have a
prediction for the factor ‘seeking friends’, it appears that that people who use Facebook to
seek friends are less likely to make a purchase based on information obtained from Facebook.
For the covariates, only gender was a predictor of purchase, with males more likely to
purchase based on information obtained from Facebook as compared to females. A limitation
of this study is that, although all of the respondents were Facebook users, they were also
undergraduate business students. Further research is recommended to broaden the sample of
social media users to the wider general public. Also, the analysis was undertaken using a
limited number of potential factors as predictors, which can be expanded in a larger study. It
is hoped that by obtaining a better understanding of the predictors that lead to a purchase
based on information obtained from social media, businesses can provide more relevant
information to their potential customers.
References
Ajzen, I., & Fishbein, M. (1973). Attitudinal and Normative Variables as Predictors of
Specific Behaviors, Journal of Personality and Social Psychology, 27 (1), 41-57.
Baek, T.H., & Morimoto, M. (2012). Stay away from me. Journal of Advertising, 41(1), 5976.
1172 | ANZMAC 2014 Proceedings
Bagwell, K. (2007). The Economic Analysis of Advertising, in: M. Armstrong and R. Porter
(Eds.): Handbook of Industrial Organization, Vol. 3, Elsevier, Amsterdam, 17011844.
Bannister, A., Kiefer, J., & Nellums, J. (2013). College Students’ Perceptions of and
Behaviors Regarding Facebook© Advertising: An Exploratory Study. The
Catalyst, 3(1), 1-19.
Carmichael, D., & Cleave, D. (2012, December). How effective is social media advertising?
A study of Facebook Social Advertisements. In Internet Technology And Secured
Transactions, 2012 International Conference for (pp. 226-229). IEEE.
Chi, H. H. (2011). Interactive digital advertising vs. virtual brand community: exploratory
study of user motivation and social media marketing responses in Taiwan. Journal of
Interactive Advertising, 12(1), 44-61.
Culnan, M. J., McHugh, P. J., & Zubillaga, J. I. (2010). How large US companies can use
Twitter and other social media to gain business value. MIS Quarterly Executive, 9(4),
243-259.
Curran, K., Graham, S., & Temple, C. (2011). Advertising on Facebook. International
Journal of E-Business Development, 1(1), 26-33.
Edwards, J. (2014). Facebook Shares Surge On First Ever $1 Billion Mobile Ad Revenue
Quarter, Business Insider, 29 January . Found at: www.businessinsider.com/facebookq4-2013-earnings-2014-1#ixzz35nT33R13.
Facebook (2013). Facts You Never Knew, Facebook, 2 August. Found at:
www.facebook.com/FactsList.net/posts/484762908284831.
Fishbein, M. & Ajzen, I. (1975), Belief, Attitude, Intent and Behavior: An Introduction to
Theory and Research, Reading Mass; Addison Wesley.
Fishbein, M. & Ajzen, I. (1980). Understanding Attitudes and Predicting Behavior.
Englewood Cliffs, NJ: Prentice Hall.
Goyal, S. (2013). Advertising on social media. Scientific Journal of Pure and Applied
Sciences, 2(5), 220-223.
Howard, J. A., & Sheth, J. N. (1969). The Theory of Buyer Behaviour. New York: Wiley.
Jones, Kate (2014) Turn Facebook into a revenue stream, The Sydney Morning Herald, 3
April. Found at: www.smh.com.au/small-business/smallbiz-marketing/turn-facebookinto-a-revenue-stream-20140129-31liu.html
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and
opportunities of Social Media. Business horizons, 53(1), 59-68.
Katz, E., Blumler, G., & Gurevich, M. (1974). Utilization of mass communication by the
individual. In: Blumler, G. & Katz, E. (Eds), The uses of mass communication:
Current perspectives on gratifications research, pp. 19-32. Beverly Hills, CA: Sage.
Kelly, L., Kerr, G., & Drennan, J. (2010). Avoidance of advertising in social networking sites:
The teenage perspective. Journal of Interactive Advertising, 10(2), 16-27.
Kilger, M. & Romer, E. (2007). Do measures of media engagement correlate with product
purchase likelihood?. Journal of Advertising Research, 47(3), 313-325.
Kim, Y., Sohn, D., & Choi, S. M. (2011). Cultural difference in motivations for using social
network sites: A comparative study of American and Korean college
students. Computers in Human Behavior, 27(1), 365-372.
Lampe, C., Ellison, N. B., & Steinfield, C. (2008, November). Changes in use and perception
of Facebook. In Proceedings of the 2008 ACM conference on Computer supported
cooperative work (pp. 721-730). ACM.
Laroche, M., Habibi, M. R., & Richard, M. O. (2013). To be or not to be in social media:
How brand loyalty is affected by social media?. International Journal of Information
Management, 33(1), 76-82.
1173 | ANZMAC 2014 Proceedings
Luckerson, V. (2014) This Is the New Stat Facebook Should Be Worrying About, Time, 23
June. Found at: http://time.com/#2912282/facebook-advertising-gallup-poll/.
Lukka, V., & James, P. T. (2014). Attitudes toward Facebook advertising. Journal of
Management & Marketing Research, 14.
Mangold, W.G., & Faulds, D.J. (2009). Social media: The new hybrid element of the
promotion mix. Business horizons, 52(4), 357-365.
Massey, G.R., Waller, D.S., Wang, P.Z., & Lanasier, E.V. (2013). Marketing to different
Asian communities: The importance of culture for framing advertising messages, and
for purchase intent. Asia Pacific Journal of Marketing and Logistics, 25(1), 8-33.
McGowan, Maura (2013) Facebook Now Has 1 Million Advertisers, Adweek, 19 June 19.
Found
at:
www.adweek.com/news/technology/facebook-now-has-1-millionadvertisers-150478
Miyazaki, A. D., & Fernandez, A. (2001). Consumer perceptions of privacy and security risks
for online shopping. Journal of Consumer Affairs, 35(1), 27-44.
Pollay, R. W., & Mittal, B. (1993). Here's the beef: factors, determinants, and segments in
consumer criticism of advertising. The Journal of Marketing, 99-114.
Roberts, K. K. (2010). Privacy and perceptions: How Facebook advertising affects its
users. The Elon Journal of Undergraduate Research in Communications, 1(1), 24-34.
Urstadt, B. (2008). Social networking is not a business. Technology Review,111(4), 36-43.
Vakratsas, D. & Ambler, T. (1999), “How Advertising Works: What Do We Really Know?”
Journal of Marketing, 63 (January), 26-43.
Weiss, C. (2012). Status: In a Relationship How Effective is Customer Relationship
Marketing on Facebook?. Honors Projects in Marketing. Paper 11. Bryant University:
Smithfield, RI. www.digitalcommons.bryant.edu/honors_marketing/11/.
Wrightsman, L. S. (1991). Interpersonal Trust and Attitudes toward Human Nature. In:
Robinson, J. P., Shaver, P. R., & Wrightsman, L. S. (Eds), Measures of Personality
and Social Psychological Attitudes, Chapter 8, pp. 373-412. Oxford, UK: Elsevier.
Yaakop, A., Anuar, M. M., & Omar, K. (2013). Like It or Not: Issue of Credibility in
Facebook Advertising. Asian Social Science, 9(3), 154.
DEPENDENT
VARIABLE:
TABLE 1: Facebook Purchase Model
= 1 if consumer has made a purchase
based on information obtained from
Facebook Purchase
Facebook, and 0 otherwise
Odds
[95%
Ratio
Coef. Std. Err. t
P>|t| Conf.
Interval]
BEHAVIOUR
Facebook engagement
2.73
1.00
0.50
2.00
0.05
0.02
1.98
MOTIVATIONS FOR
Fb
Seeking friends
Convenience
Social support
Seeking information
Seeking entertainment
Researching people
0.91
1.10
0.95
1.07
0.98
1.03
-0.09
0.09
-0.05
0.07
-0.02
0.03
0.05
0.07
0.04
0.04
0.06
0.05
-1.73
1.32
-1.11
1.87
-0.28
0.68
0.08
0.19
0.27
0.06
0.78
0.50
-0.19
-0.04
-0.14
0.00
-0.13
-0.06
0.01
0.23
0.04
0.14
0.10
0.13
0.06
0.05
1.10
0.27
-0.04
0.16
ATTTUDES TO Fb
1174 | ANZMAC 2014 Proceedings
Attitudes to Fb
Advertising
Trust in Fb Advertising
1.06
0.98
-0.02
0.05
-0.39
0.69
-0.12
0.08
ATTITUDES TO
SHOP
Shopping Enjoyment
Tendency to shop Online
1.16
1.17
0.14
0.16
0.21
0.14
0.68
1.13
0.50
0.26
-0.27
-0.12
0.56
0.44
DEMOGRAPHICS
Gender
Age
Household Size
Intercept
2.96
0.98
1.07
0.00
1.08
-0.02
0.06
-6.50
0.53
0.09
0.15
2.70
2.03
-0.20
0.42
-2.41
0.04
0.84
0.67
0.02
0.04
-0.19
-0.23
-11.78
2.12
0.15
0.36
-1.22
Multinomial logistic regression – Model Fit
Number of obs = 157
LR chi2(14) =
22.35
Prob > chi2 = 0.0717
Log likelihood = -68.213373
Pseudo R2
= 0.1408
1175 | ANZMAC 2014 Proceedings
INFORMATION ON COMPETITIVE PAPERS
Key Dates for Competitive Papers
Submissions close: 30th June, 2014
Authors notified of outcome: 31st August, 2014
It is a condition of acceptance of the paper that at least one of the authors must attend
the conference and present the paper. However to provide maximum numbers of
marketing educators the opportunity to participate, no author may present more than
two papers at the conference. Competitive papers must be submitted for review in only
one (1) track. Authors should identify the most suitable track. If multiple entries of the
same paper are sent to more than one track the Proceedings Chair will nominate the
track in which the paper will be reviewed. We reserve the right to shift your paper to a
different track if we deem it more appropriate.
ANZMAC 2014 Conference Tracks
No.
Track
Track Chairs
1
Marketing Communications
2
Brands and Brand Management
3
Consumer Behavior
4
Social Marketing
5
Marketing Education
6
Market Research
7
Retailing and Sales
8
International Marketing
9
Services Marketing
10
Distribution
11
Digital Marketing and Social Media
12
Industrial Marketing
13
Sustainable Marketing
14
Consumer Culture Theory
15
Food Marketing
AProf. Nigel Pope, Griffith University and
Dr. Kerri-Ann Kuhn, Queensland University of Technology
Dr. Daragh O’Reilly, Sheffield University, UK and
Prof. Anne-Marie Hede, Victoria University
Prof. Elizabeth Parsons, The University of Liverpool, UK and
Dr. Benedetta Cappellini, Royal Holloway, University of London
Dr. Marie-Louise Fry, Griffith University and
Prof. Linda Brennan, RMIT, Vietnam
Dr. Angela Dobele, RMIT and
Prof. Don Bacon, Daniels College of Business, USA
Prof. Clive Boddy, Middlesex University and
Dr. Joy Parkinson, Griffith University
Dr. Paul Ballantine, University of Canterbury, NZ and
Prof. Andrew Parsons, Auckland University of Technology, NZ
Dr. Sussie Morrish, University of Canterbury, NZ and
Prof. Andrew McAuley, Southern Cross University
Dr. Cheryl Leo, Murdoch University and
Prof. Jill Sweeney, University of Western Australia
Dr. Owen Wright, Griffith University and
Dr. Anna Watson, University of Hertfordshire, UK
Robin Croft, University of Bedfordshire, UK and
Dr. Dirk vom Lehn, King’s College London
Dr. Sharon Purchase and
Greg Brush, University of Western Australia
AProf. Angela Paladino, The University of Melbourne and
Dr. Jill Lei, The University of Melbourne
Dr. Jan Brace-Govan, Monash University and
Dr. Lauren Gurrieri, Swinburne University of Technology
AProf. Meredith Lawley, University of Sunshine Coast and
Dr. Dawn Birch, Bournemouth University
1
Papers MUST conform to the Guidelines for Competitive Papers provided. Please keep an
exact copy of your submission for future reference. Papers will be subjected to a doubleblind peer review process. Reviewers for ANZMAC 2014 will judge all manuscripts on the
basis of the general quality of the paper, the clarity of presentation within the paper, and
the contribution of the paper to the understanding of marketing phenomena. Decisions
of acceptance, rejection and/or suggested modifications (made by Track Chairs and
moderated by the Conference Chairs) are final.
Competitive Paper Formatting Guidelines
All competitive papers must be submitted following the guidelines for a full paper.
Authors of papers that are accepted can then select the option to be published as the full
paper or an extended abstract.
Font: Times New Roman 12pt
Margins: 2.5cm all sides
Spacing: Single Spaced, with one blank line between paragraphs.
Abstract: Maximum of 150 words
Title: No more than 2 lines of text
Total length: 7 pages (including title, abstract, main body, tables and references)
Referencing style: Australasian Marketing Journal format
Order of Paper for Submission
1.
2.
3.
4.
5.
Title
Abstract
Introduction/Background
Main body of the paper including tables
Reference list
Please ensure that your paper as submitted for review does not include any information
that identifies the authors. However, please do allow one line space for the author
name(s) to be added for the final submission. Upon acceptance, those wishing to only
publish an abstract will be asked to follow the same guidelines above except that
abstracts will be restricted to a maximum of one page including references.
Note: Should the research on which the paper is based involve any form of sponsorship,
the name of the sponsoring organization should be declared on the front page of the
2
final version of the paper or abstract submitted and on the first page of the power point
presentation delivered.
3
Agents of change
1–3 December 2014 | Brisbane, Australia
Proceedings
ANZMAC
Annual Conference
2014
anzmac.org/conference
Published by:
ANZMAC
c/o Social Marketing @ Griffith
Griffith Business School
Griffith University
170 Kessels Road, Nathan
Brisbane, QLD 4111
Telephone: +61 (07) 373 56446
Facsimile: +61 (07) 373 57126
Email: [email protected]
2014 ANZMAC Conference
Editors: Sharyn Rundle-Thiele, Krzysztof Kubacki and Denni Arli
© 1 - 3 December 2014
All rights reserved. No part of this publication may be reproduced, stored in a retrieval system
or transmitted in any form or by any means, electronic or mechanical, photocopying,
recording or otherwise without the prior permission of the copyright owner. Copyright rests
with the authors.
ISBN: 1447-3275
Special thanks
Exhibitors
Track sponsors
Bronze sponsors
BUSINESS SCHOOL
Deloosh
DATA FOR ACADEMICS
Silver sponsors
Gold sponsor
Table of contents
Welcome from the Conference Co-Chairs
3
Track Chairs
6
Keynote Speaker
9
ANZMAC 2014 Conference Program Outline
10
Doctoral Colloquium Program
13
ANZMAC 2014 Proceedings
22
Marketing Communications – Full Papers
22
Marketing Communications – Abstracts
60
Brands and Brand Management – Full Papers
74
Brands and Brand Management – Abstracts
182
Consumer Behaviour – Full Papers
195
Consumer Behaviour – Abstracts
476
Social Marketing – Full Papers
505
Social Marketing - Abstracts
625
Marketing Education – Full Papers
652
Marketing Education - Abstracts
732
Market Research – Full Papers
734
Market Research - Abstracts
801
Retailing and Sales – Full Papers
807
Retailing and Sales- Abstracts
850
International Marketing – Full Papers
855
International Marketing - Abstracts
901
Service Marketing – Full Papers
909
Service Marketing - Abstracts
1 | ANZMAC 2014 Proceedings
1028
Distribution – Full Papers
1061
Distribution - Abstracts
1083
Digital Marketing and Social Media – Full Papers
1088
Digital Marketing and Social Media - Abstracts
1215
Industrial Marketing – Full Papers
1228
Industrial Marketing - Abstracts
1311
Sustainable Marketing – Full Papers
1319
Sustainable Marketing - Abstracts
1351
Consumer Culture Theory – Full Papers
1357
Consumer Culture Theory - Abstracts
1380
Food Marketing – Full Papers
1392
Food Marketing - Abstracts
1464
Poster Submissions
2 | ANZMAC 2014 Proceedings
1471
Welcome from the Conference Chair
Welcome to the ANZMAC 2014 Conference!
On behalf of Griffith University, our colleagues within Social
Marketing
@
Griffith,
Griffith
University’s
Department
of
Marketing, and the local organising team, we are delighted
that you are able to participate in ANZMAC 2014.
This year’s conference attracted nearly 500 submissions from
36
countries.
More
than
200
submissions
came
from
overseas, from countries as remote as Portugal, Norway and
Brazil showcasing the truly international field attracted to
ANZMAC.
Three
hundred
and
eighty-two
papers
were
accepted for presentation, giving an acceptance rate of 79%.
In addition 22 posters and 7 special session proposals were
submitted to ANZMAC 2014, providing further insight into
some of the emerging issues in marketing. We were very
impressed with the standard and diversity of the submissions,
which should make for a high-quality and memorable event.
We are confident that regular ANZMAC attendees will enjoy
this year’s conference location, and would like to extend a
special welcome to our international colleagues travelling
from afar and those attending an ANZMAC Conference for the first time.
The theme for ANZMAC 2014 is Agents of Change. ANZMAC 2014 showcases how
marketing has been used effectively as an agent of change in both social and
commercial settings. Marketers have long been recognised for their ability to
stimulate demand, assisting corporations to sell products, services and ideas in
ever-increasing
quantities
and/or
with
improved
efficiencies.
Informed
by
the
marketing discipline, social marketing is developing an increasing evidence base
demonstrating its effectiveness in changing behaviours for social good. Increasingly,
governments and non-profit agencies across the globe are recognising marketing’s
potential as an agent of change.
3 | ANZMAC 2014 Proceedings
The first day of the conference will begin at the site of the G20 Summit, namely
the Brisbane Convention and Exhibition Centre. Professor Gerard Hastings, OBE will
open the conference with a thought provoking presentation on the need for
marketers to empower people to demand the changes needed to reduce damage to
themselves and their planet. Gerard is the first UK Professor of Social Marketing
and founder/director of the Institute for Social Marketing and Centre for Tobacco
Control Research, at Stirling and the Open University. Gerard researches the
applicability of marketing principles like consumer orientation, branding and strategic
planning to the solution of health and social problems. Gerard also conducts critical
marketing research into the impact of potentially damaging marketing, such as
alcohol, tobacco and fast food promotion.
Our Monday evening involves a welcome reception that will be hosted by the Shore
Restaurant and Bar at the centre of Brisbane’s premier culture and entertainment
precinct – South Bank. We would like to encourage you to explore the area
throughout your stay in Brisbane, try one of South Bank’s restaurants or enjoy an
early morning swim in Australia’s only inner-city, man-made beach. For the
Wednesday evening gala we will return to the Brisbane Convention and Exhibition
Centre to enjoy a dinner, drinks and live music.
We would like to thank the many individuals who willingly donated their time and
effort to assist in organising the ANZMAC 2014 Conference in Brisbane. Firstly, our
thanks go to all submitting authors who chose our annual conference as the way to
share their research and ideas with the ANZMAC community and the wider
community of marketing scholars. Without their continuous support we would never
be able to stage such a successful conference. Secondly, we would like to
acknowledge thirty Track Chairs who encouraged the submission of many papers
and helped with the review process. In particular, we would like to acknowledge the
many reviewers who gave up a considerable amount of time to review the papers
submitted to the conference. Their time and expertise were critical in developing the
conference program. Thirdly, we also would like to thank our local organising team,
and in particular Victoria Aldred from the ANZMAC Office and two ANZMAC 2014
Conference Administrative Assistants - Bo Pang and Francisco Crespo Casado - for
their assistance with many administrative tasks at various stages during the
4 | ANZMAC 2014 Proceedings
conference organising process. They have been working tirelessly ten days a week.
Last but not least, all our sponsors deserve a special thank you for providing
additional support to make ANZMAC 2014 possible. The ANZMAC 2014 Conference
would have not been possible without their generous support.
We hope you will enjoy a stimulating and rewarding conference and experience all
the benefits of Brisbane’s early summer.
Professor
Sharyn
Rundle-Thiele,
Conference Co-Chairs
5 | ANZMAC 2014 Proceedings
Dr
Krzysztof
Kubacki
and
Dr
Denni
Arli
Track Chairs
Marketing
Communications
Dr Lisa Schuster,
Dr Kerri-Ann Kuhn,
Griffith University
QUT
Dr Daragh O’Reilly,
Professor Anne-Marie Hede,
Sheffield University
Victoria University
Brands and
Brand
Management
Consumer
Behaviour
Professor Elizabeth Parsons,
The University of Liverpool
Dr Benedetta Cappellini,
Royal Holloway, University of
London
Social
Marketing
Dr Marie-Louise Fry,
Professor Linda Brennan,
Griffith University
RMIT
Dr Angela Dobele,
Professor Don Bacon,
RMIT
Daniels College of Business
Marketing
Education
6 | ANZMAC 2014 Proceedings
Market
Research
Professor Clive Boddy,
Dr Joy Parkinson,
Middlesex University
Griffith University
Retailing and
Sales
Dr Paul Ballantine,
University of Canterbury
Professor Andrew Parsons,
Auckland University of
Technology
International
Marketing
Dr Sussie Morrish,
University of Canterbury
Professor Andrew McAuley,
Southern Cross University
Services
Marketing
Dr Cheryl Leo,
Professor Jill Sweeney,
Murdoch University
University of Western Australia
Dr Owen Wright,
Dr Anna Watson,
Griffith University
University of Hertfordshire
Distribution
7 | ANZMAC 2014 Proceedings
Digital
Marketing and
Social Media
Robin Croft,
Dr Dirk vom Lehn,
University of Bedfordshire
King’s College London
Greg Brush,
Dr Sharon Purchase,
University of Western Australia
University of Western Australia
Industrial
Marketing
Sustainable
Marketing
Associate Professor Angela
Paladino,
The University of Melbourne
Dr Jill Lei,
The University of Melbourne
Consumer
Culture Theory
Dr Jan Brace-Govan,
Monash University
Dr Lauren Gurrieri,
Swinburne University of
Technology
Food Marketing
Associate Professor Meredith
Lawley,
University of Sunshine Coast
8 | ANZMAC 2014 Proceedings
Dr Dawn Birch,
Bournemouth University
Keynote Speaker
Moving
Beyond
Behaviour
Change:
a
21st
Century
Agenda for Social Marketing
Professor Gerard
United Kingdom
Hastings,
University
of
Stirling,
Gerard Hastings is the first UK Professor of Social Marketing
and founder/director of the Institute for Social Marketing
(www.ism.stir.ac.uk)
Research
University.
and
Centre
(www.ctcr.stir.ac.uk)
He
researches
at
the
for
Stirling
Tobacco
and
applicability
of
Control
the
Open
marketing
principles like consumer orientation, branding and strategic
planning to the solution of health and social problems. He also conducts critical
marketing research into the impact of potentially damaging marketing, such as
alcohol, tobacco and fast food promotion.
9 | ANZMAC 2014 Proceedings
ANZMAC 2014 Conference Program Outline
MONDAY 1 DECEMBER 2014
Welcome and keynote address | Brisbane Convention and Exhibition Centre
7.30–8.45 am
Conference Registration
Boulevard Auditorium
9.00–9.15 am
Formal welcome
9.15–10.00 am
Keynote speaker
Professor Gerard Hastings
Concurrent sessions | Griffith University South Bank campus
10.00–11.00 am
Morning tea
S02, 7.07 / S06, 2.02 / Undercroft (between S02 and S05)—near Security
11.00 am–12.30
Session 1
12.30–1.30 pm
Lunch
pm
S02, 7.07 / S06, 2.02 / Undercroft (between S02 and S05)—near Security
1.30–3.00 pm
Session 2
3.00–3.30 pm
Afternoon tea
S02, 7.07 / S06, 2.02 / Undercroft (between S02 and S05)—near Security
3.30–5.00 pm
Session 3
5.00–6.00 pm
Session 4—Poster session
ANZMAC AGM
S05, 2.04
6.00–8.00 pm
Welcome cocktail function
The Shore Restaurant and Bar, Arbour View Cafes
10 | ANZMAC 2014 Proceedings
TUESDAY 2 DECEMBER 2014
Concurrent sessions | Griffith University South Bank campus
7.30–9.00 am
ANZMAC Executive
Breakfast
S02, 7.16
9.00–10.30 am
Session 5
10.30–11.00 am
Morning tea
S02, 7.07 / S06, 2.02 / Undercroft (between S02 and S05)—near Security
11.00 am–12.30
Session 6
pm
12.03–1.30 pm
Lunch
AMJ Lunch
S02, 7.07 / S06, 2.02 / Undercroft (between S02
and S05)—near Security
S07, 2.16 / 2.18
1.30–3.00 pm
Session 7
3.00–3.30 pm
Afternoon tea
S02, 7.07 / S06, 2.02 / Undercroft (between S02 and S05)—near Security
3.30–5.00 pm
Session 8
5.00 pm
Free evening
11 | ANZMAC 2014 Proceedings
WEDNESDAY 3 DECEMBER 2014
Concurrent sessions | Griffith University South Bank campus
9.00–10.30 am
Session 9
10.30–11.00 am
Morning tea
S02, 7.07 / S06, 2.02 / Undercroft (between S02 and S05)—near Security
11.00 am–12.30
Session 10
12.30–1.30 pm
Lunch
Institutional Members /
S02, 7.07 / S06, 2.02 / Undercroft (between S02
and S05)—near Security
Heads of School Lunch
pm
1.30–3.00 pm
Session 11
3.00–3.30 pm
Afternoon tea
S07, 2.16 / 2.18
S02, 7.07 / S06, 2.02 / Undercroft (between S02 and S05)—near Security
3.30–5.00 pm
Session 12
7.00–11.45 pm
Gala dinner
Brisbane Convention and Exhibition Centre
12 | ANZMAC 2014 Proceedings
Doctoral Colloquium Program Outline
SATURDAY 29 NOVEMBER 2014
Graduate Centre (S07)
8.00–9.00 am
Registration and Greetings
Foyer
9.00–9.15 am
Welcome from the DC Co-chairs
Room 2.16–2.18
Dr Denni Arli and Associate Professor Helene
Cherrier
9.15–10.15 am
An Opening Workshop— Advancing Your Early
Room 2.16–2.18
Academic Career
Associate Professor Ekant Veer (University of
Canterbury)
10.15–11.15 am
Workshop 2— Life as an Academic, A Creative, Sustained
Room 2.16–2.18
and Fun Adventure
Professor Russell Belk (York University)
11.15–11.45 am
Coffee break
Graduate Centre (S07)
11.45 am–1.15 pm
PhD Presentations (see Student presentation
Room 2.16–2.19, 3.01, 3.03,
schedule)
3.07
1.15–2.15 pm
Lunch
Graduate Centre (S07)
2.15–3.45 pm
PhD Presentations (see Student presentation
Room 2.16–2.19, 3.01, 3.03,
schedule)
3.07
3.45–4.15 pm
Coffee break
Graduate Centre (S07)
4.15–5.15 pm
Workshop 3
Room 2.16–2.18
Professor Rebekah Russell-Bennett (QUT) and
Professor Sharyn Rundle-Thiele (Griffith)
Research: Dark Art or White Magic?
5.15–5.30 pm
Wrap Up
Room 2.16–2.18
Professor Sharyn Rundle-Thiele
(President of ANZMAC)
5.45–7.30 pm
Doctoral Colloquium Dinner
The Shore Restaurant and
Bar, Arbour View Cafes
13 | ANZMAC 2014 Proceedings
SUNDAY 30 NOVEMBER 2014
Graduate Centre (S07)
8.30–9.00 am
Continental Breakfast
Graduate Centre (S07)
9.00–10.00 am
Workshop 4— Finding Life, Leisure, and Pleasure in the
Room 2.16–2.18
PhD Treadmill
Associate Professor Zeynep Arsel (Concordia
University)
10.00–11.00 am
Workshop 5— How to Publish from Your PhD and Create
Room 2.16–2.18
a Research Pipeline
Professor Jill Sweeney (University of Western
Australia) and Associate Professor Tracey Danaher
(Monash University)
11.00–11.30 am
Coffee Break
Graduate Centre (S07)
11.30 am–1.00 pm
PhD Presentations (see Student presentation
Room 2.16–2.19, 3.01, 3.03,
schedule)
3.07
1.00–2.00 pm
Lunch
Graduate Centre (S07)
2.00–2.45 pm
PhD Presentations (see Student presentation
Room 2.16–2.19, 3.01, 3.03,
schedule)
3.07
2.45–3.15 pm
Coffee Break
Graduate Centre (S07)
3.15–4.30 pm
Workshop 6—Moving Forward, Q&A
Room 2.16–2.18
Dr Zeynep Arsel (Concordia University) and
Professor Geoff Soutar (UWA)
4.30–4.45 pm
Closing
Dr Denni Arli and Associate Professor Helen
Cherrier
14 | ANZMAC 2014 Proceedings
S07, Room 2.16–2.18
Doctoral Colloquium Program
SATURDAY 29 NOVEMBER 2014
Graduate Centre
(S07)
8.00–9.00
Foyer
Registration and greetings
am
9.00–9.15
Welcome from the DC Co-chairs
am
Dr Denni Arli and Associate Professor Helene Cherrier
9.15–
Opening Workshop—Advancing Your Early Academic Career
10.15 am
Associate Professor Ekant Veer (University of Canterbury)
10.15–
Workshop 2—Life as an Academic, A Creative, Sustained and Fun Adventure
11.15–
Coffee break
11.15 am
Room 2.16–2.18
Professor Russel Belk (York University)
Room 2.16–2.18
11.45 am
11.45
PhD Presentation
am–1.15
pm
Room 2.16–
Room 2.17
Room 2.19
Room 3.01
Room 3.03
Room 3.07
When are two
brands better
than one?
Investigating
the impact of
advertising
dual-brands on
correct
branding
Trust me, I’m a
(tele)doctor:
Service
provider’s
experiences of
healthcare
service
virtualisation
Branded
content—
Kindling the
brand
romance
The role of
emotions
toward luxury
brands in the
consumers’
responses to
brand
extensions
Advertising
appeals and
effectiveness in
social media
banner
advertising. A
cross-cultural
study of India,
Finland,
Sweden and
Vietnam.
New perspectives
on
democratisation
in the luxury
market: The
engagement of
consumers in
marketplace
meanings
Presenter:
Presenter:
Presenter:
Presenter:
Presenter:
Presenter:
Cathy
Teegan
Krahmalov,
Naser
Nguyen Han
Jamal Abarashi
Nguyen
Green (UQ)
Jacki (UWS)
Pourazed
(Vaasa)
(Otago)
(UniSA)
Reviewer:
Reviewer:
(Flinders)
Reviewer:
Reviewer:
Reviewer:
Associate
Associate
Reviewer:
Dr Owen
Professor Geoff
Professor
Professor
Professor
Professor Jill
Wilson
Soutar (UWA)
Mark Uncles
Ekant Veer
Zeynep Arsel
Sweeney
(Griffih)
Associate
Professor
Associate
Associate
(UWA)
Dr Dewi Tojib
Professor
Karen
Helene
Urlike
2.18
11.45
am–12.30
pm
Russell Belk
Professor
Fernandez
15 | ANZMAC 2014 Proceedings
Professor
Cherrier
Professor
Gretzel (UQ)
(Monash)
Liliana Bove
(UniMelb)
SATURDAY 29 NOVEMBER 2014
12.30–
1.15 pm
Graduate Centre
(S07)
Strategically
managing the
stories of
brands:
conceptualising,
managing and
measuring the
‘brand story’
concept
Exploring
consumer
behaviour in the
context of lifethreatening
illness
Conceptual
paper:
everyday
utopianism
and brand
connection
The role of
consumption
externalities in
consumer
decisions of
separated
services
Flirting with a
holiday
destination: a
study on the
process of
place bonding
with a focus
on emotions
and
experiences
The influence
of colour and
shape on
brand
identification
and meaning
Presenter:
Presenter:
Presenter:
Presenter:
Presenter:
Presenter:
Mohammed
Narjess
Rebecca
Karen Kao
Shabnam
Jinyoung
Fakiha (RMIT)
Abroun (RMIT)
Dare
(Adelaide)
Seyedmehdi
Choi (U of
Reviewer:
Reviewer:
(UniMelb)
Reviewer:
(Otago)
Auckland)
Professor Mark
Associate
Reviewer:
Professor Jill
Reviewer:
Reviewer:
Uncles
Professor
Associate
Sweeney
Dr Owen
Professor
Professor
Ekant Veer
Professor
(UWA)
Wright
Geoff Soutar
Russel Belk
Associate
Zeynep Arsel
Professor
(Griffith)
(UWA)
Professor
Associate
Urlike Gretzel
Dr Dewi
Associate
Karen
Professor
(UQ)
Tojib
Professor
Fernandez
Helene
(Monash)
Liliana Bove
Cherrier
1.15–2.15
(UniMelb)
Lunch
pm
2.15–3.45
PhD Presentation 2
pm
Room 2.16–
Room 2.17
Room 2.19
Room 3.01
Room 3.03
Room 3.07
The role of
memory in
consumer
choice: does it
differ for goods
and services
brands?
The challenges
of positioning
a ‘broad
brand’: an
analysis of TV
broadcasting
brand
positioning in
the digital age
The role of
psychographic
variables on
green purchase
intentions for a
low
involvement
product
Study of
Chinese
‘consumption
face’
Integrating
green
consumption
dimension:
consumer
styles
inventory (CSI)
scale
refinement
and validation
2.18
2.15–3.00
pm
Human brands
emotional
attachment: the
key personality
characteristics of
strong human
brands.
16 | ANZMAC 2014 Proceedings
Presenter:
Presenter:
Presenter:
Presenter:
Presenter:
Presenter:
Marcela
Rachel Fuller
Claudia
Aysen
Raymond Xia
Fred Musika
Moraes
(Loughborough
Gonzales
Coskun
(Otago)
(Massey)
(Murdoch)
University)
(UQ)
(Nevsehir
Reviewer:
Reviewer:
Reviewer:
Reviewer:
Uni)
Reviewer:
Dr Shelagh
Dr Juergen
Dr Stanislav
Professor
Dr Lynda
Reviewer:
Ferguson
Gnoth
Stakhovych
Hamen
Andrews
Professor
(Otago)
(Otago)
(Monash)
Oppewal
(QUT)
Geoff Soutar
Dr Umar
Dr Kaisa
Professor Ian
(Monash)
Associate
(UWA)
Burki (HBV)
Lund (LNU)
Wilkinson
Dr Cyntia
Professor
Dr Lara
(USyd)
Webster
Yelena
Stocchi
(Macquarie)
Tsarenko
(Lboro)
(Monash)
17 | ANZMAC 2014 Proceedings
SATURDAY 29 NOVEMBER 2014
3.00–3.45
pm
Graduate Centre
(S07)
Consumers'
confidence in
competitive
positions:
antecedents
and effects on
segment
preferences
Evaluating the
impact of
sponsorships
on sponsors'
community
based brand
equity.
Impact of
service
recovery
methods to
Customer
loyalty: a
mediation of
service
recovery
satisfaction
(SATCOM)
Drivers
Mixing it up:
encouraging
Finnish
children to eat
fruit
Understanding
the relationships
among travel
motivation,
service quality,
perceived value,
customer
satisfaction and
behavioural
intentions in
ecotourism
Changing
littering
behaviour
among Saudi
Arabian
community A
social
marketing
approach.
Presenter:
Presenter:
Presenter:
Presenter:
Presenter:
Presenter:
Anne-Maree
Lenny Vance
Yeah Shan
Ville Lahtinen
Joowon Ban
Yara Almosa
(UTS)
Reviewer:
(UniAuckl)
Reviewer:
Reviewer:
Reviewer:
Reviewer:
Professor
Reviewer:
Professor
Dr Shelagh
Dr Juergen
Stakhovych
Oppewal
Andrews
(UWA)
(Otago)
(Otago)
(Monash)
(Monash)
(QUT)
Dr Lara
Dr Umar Burki
Dr Kaisa
Professor Ian
Dr Cyntia
Associate
Stocchi
(HBV)
Lund (LNU)
Wilkinson
Webster
Professor
(Lboro)
(USyd)
(Macquarie)
Yelena
O-Rourke
Dr Stanislav
(USC)
Hamen
Beh
Dr Lynda
(Griffith)
Geoff Soutar
(CQU)
Ferguson
(Griffith)
Gnoth
Tsarenko
(Monash)
3.45–4.15
Coffee break
pm
4.15–5.15
Workshop 3—Research: Dark Art or White Magic?
pm
Professor Rebekah Russell-Bennett; Professor Sharyn Rundle-Thiele
Room 2.16–2.18
(Griffith)
5.15–5.30
Wrap Up
pm
Professor Sharyn Rundle-Thiele (ANZMAC President)
5.45–7.30
Doctoral Colloquium Dinner
pm
Room 2.16–2.18
The Shore
Restaurant and Bar,
Arbour View Cafes
18 | ANZMAC 2014 Proceedings
SUNDAY 30 NOVEMBER 2014
8.30–9.00
Graduate Centre
(S07)
Continental breakfast
am
9.00–10.00
Workshop 4—Finding Life, Leisure, and Pleasure in the PhD Treadmill
am
Associate Professor Zeynep Arsel (Concordia University)
10.00–
Workshop 5—How to Publish from Your PhD and Create a Research Pipeline
11.00 am
Professor Jill Sweeney (University of Western Australia) and Associate
Room 2.16–2.18
Room 2.16–2.18
Professor Tracey Danaher (Monash University)
11.00–
Coffee break
11.30 am
11.30–1.00
PhD Presentation 3
am
11.30 am–
12.15 pm
Room 2.16–2.18
Room 2.17
Room 2.19
Room 3.01
Room 3.03
The
conceptualisation
and measurement
of negative
engagement
Should Foreign
Brands Localise
Their Packaging? A
Comparison Of
Hedonic And
Utilitarian Products
Enabling
customer insights
through learning
based on realtime customer
analytics
The influence of
consumer
motivations on
eWOM
contribution: Do
individualist and
collectivist cultural
characteristics
matter?
Healthy Eating in
the Australian
Defence Force: A
Social Marketing
Study
Presenter:
Presenter:
Presenter:
Presenter:
Presenter:
Loic Li
Khan, Huda
Stefanie Kramer
Saranya
Carins, Julia
Reviewer:
Reviewer:
Reviewer:
(QUT)
Reviewer:
Professor Jenni
Dr Liliana Bove
Associate
Reviewer:
Dr Swetlana
Romaniuk (UniSA)
(Uni Melb)
Professor
Professor Aron
Bogomolova
Dr Jimmy Wong
Professor Geoff
Tracey Danaher
O’Cass (UTas)
(UniSA)
(Monash)
Soutar (UWA)
(Monash)
Professor Peter
Dr Stephen
Thirkell (VUW)
Dann (ANU)
The Effects of
Social Setting and
Portion Size on
Food Consumption
Amount
On premise
alcohol
consumption: A
stakeholder
perspective in
social marketing
(UniAuckland)
12.15–1.00
pm
Factors Impacting
Food Decision
Making Amongst
Consumers with
Special Dietary
Needs in the
Purchase of
Processed Packaged
Foods in
Supermarkets
19 | ANZMAC 2014 Proceedings
(UniSA
The influence of
marketing
communications on
the evolution of
shopper behaviour
in both offline and
online retail
channels
(Deakin)
The Antecedents
of Donor
Retention for Non
Profit
Organisations at
Tanzania
Education
Authority: An
Empirical Analysis
Labsomboonsiri
(Griffith)
Presenter:
Presenter:
Presenter:
Presenter:
Presenter:
Elizabeth Andrews
Jason Pallant
Michael
Marcus Tan
Nuray Buyucek
(USQ)
(Monash)
Mawondo
(Bond)
(Griffith)
Reviewer:
Reviewer:
(Deakin)
Reviewer:
Reviewer:
Professor Jenni
Dr Liliana Bove
Reviewer:
Professor Aron
Dr Svetlana
Romaniuk (UniSA)
(Uni Melb)
Associate
O’Cass (UTas)
Bogomolova
Dr Jimmy Wong
Professor Geoff
Professor
Professor Peter
(UniSA)
Tracey Danaher
Thirkell (VUW)
Dr Stephen
(Monash)
20 | ANZMAC 2014 Proceedings
Soutar (UWA)
(Monash)
Dann (ANU)
SUNDAY 30 NOVEMBER 2014
1.00–2.00
Graduate Centre
(S07)
Lunch
pm
2.00–2.45
PhD Presentation 4
pm
2.00–2.45
pm
2.45–3.15
Room 2.16–2.18
Room 2.19
Room 3.01
Room 3.03
Can nudging principles
encourage behaviours
associated with obesity
prevention?
Sensory Perception,
Attitudes and Decisions:
Haptics and the Need
for Touch
How Valence and
Arousal Affect
Unplanned Buying
Behaviour
Market Participation
and Market Mobility
of Smallholder
Farmers in a
Developing Economy
Presenter:
Presenter:
Presenter:
Presenter:
Amy Wilson (UniSA)
David Harris (CQU)
Abedniya Abed
Reviewer:
Reviewer:
(Monash)
Marcia Kwaramba
Professor Janet Hoek
Professor Peter
Reviewer:
Reviewer:
Dr Nadia Zainuddin
Danaher (Monash)
Professor Andrew
Professor Ian
(UOW)
Dr Stephen Dann
Parsons (AUT)
Wilkinson (USyd)
(ANU)
Professor Jill
Dr Junzhao Ma
Sweeney (UWA)
(Monash)
(Monash)
Coffee break
pm
3.15–4.30
Workshop 6—Moving forward and Q&A
pm
Dr Zeynep Arsel (Concordia University) and Professor Geoff Soutar
Room 2.16–2.18
(UWA)
4.30–4.45
Closing
pm
Dr Denni Arli and Associate Professor Helene Cherrier
21 | ANZMAC 2014 Proceedings
Room 2.16–2.18